Several years ago, presidential candidate & self-proclaimed billionaire Donald J. Trump authored a book called the Art of the Deal. Part autobiography, part how-to, & part gossip, the stated goal of the book [aside from promoting the Trump brand] was to enable the reader to glean at least some valuable insights about crafting successful deals using the Trump philosophy. Then & especially now that he's running for president, people have always been fascinated with Trump who reflects what on its face seems like a unique style of leadership consisting of part negotiator, part showman, & part carnival barker. However to truly understand what Trump does & more importantly why he's become successful in politics, all you need to do is watch this leadership video by author Simon Sinek about how great leaders inspire action. That action can be a sale, a deal, & yes, even a vote. The basis is simple & the key to sales: don't sell what you do, sell what you believe [or why you do it].
People Don't Buy What You Do: They Buy Why You Do It
Every other candidate communicates their message in the following way : "I'm running for president, I will cut (or raise) taxes; end or continue Obamacare, & will defeat ISIS so vote for me." It's not terribly inspiring. Donald Trump is different. He says I believe we have to make America great again. I don't care what Washington thinks, I believe we can get this done by NOT being politically correct, by being tough, by thinking big & making great deals. Our current leadership is weak, so I'm running for president. People don't buy what you do, they buy WHY you do it! Therefore people who believe what he believes will find a rationale to support him but make no mistake, they are following him for themselves. Sinek calls this theory which breaks down how we communicate, the "golden circle." According to the theory, most people communicate from the outside in: what->how->why which reflects the clearest thing to the fuzziest. It should be noted that according to Sinek, everyone knows what they do, but many people /companies have no idea about why they do it [it is never because of the money which is simply a result]. However, the real leaders, innovators & influencers communicate things in the exact opposite way: from the inside out or why->how-> what. This concept correlates perfectly with the biology, NOT the psychology of our brains & was developed into a near art form by master salesman, Steve Jobs. Why is this important? It is the part of our brain that correlates with why we do things that drives behavior. If you want the key to leadership beyond the success of Donald Trump or Steve Jobs & Apple, whether its for business or politics, here it is! Watch this video & tell me if you agree!